Integrated Marketing Communication (IMC).pptx - Unit 1...

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Unit 1Introduction
Integrated Marketing CommunicationThe Promotional Mix:Advertising, Personal Selling, Sales Promotion, Publicity/PublicRelation,DirectMarketing,Interactive/InternetMarketing.The IMC planning process:Review Of The Marketing Plan,Promotional Program Situation Analysis,Analysis Of Communication Process,Budget Determination,Developing Integrated Marketing Communication ProgramMonitoring, Evaluation And Control.
Integrated Marketing Communication (IMC)IMC is an act of coordinating the variouspromotional elements and other marketingactivities that communicate with a firm’scustomers.It is an effort, a strategic business process that isused to plan, develop, execute, and evaluatecoordinated communication with the company’spublic.
Acc. to American Association of AdvertisingAgencies,“IMC is a concept of marketing communicationsplanningthatrecognizestheaddedvalueofacomprehensive plan that evaluates the strategic roles of avariety of communication disciplines- for example,general advertising, direct response, sales promotion andpublic relations and combines these disciplines to provideclarity, consistency and maximum communication impactthrough the seamless integration of messages.”The definition focuses on the process of managing andcoordinating all forms of promotion to achieve maximumcommunication impact.
Features of IMC
Importance of IMC1.

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Term
Summer
Professor
jones

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